Google Universal Analytics is likely to be a major topic of discussion with our clients throughout 2014.  In this post, I will break down the initial information on the what, why and when of this upgrade for our managed website hosting clients.

What Is Google Universal Analytics?

Google Universal Analytics is an entirely new script, not simply an update to the existing “Classic” Google Analytics script.  Google claims it will improve the way data is gathered, processed and displayed in Google Analytics.

Why Do I Need Google Universal Analytics?

This is a short answer: Google requires you to upgrade to Universal Analytics if you want to continue to use their analytics service.

When Do I Need to Upgrade to Google Universal Analytics?

Google Universal Analytics is still in beta testing, meaning it is being tested by users, a process that started late in 2012.

Google has not provided a detailed timeline for mandatory upgrade, but what information we do have shows there’s no urgency.  Currently, Google Universal Analytics is in Phase 1 of 4 of this implementation and does not yet support some features of Classic Google Analytics including:

• Remarketing
• Google Display Network Impression Reporting
• DoubleClick Campaign Manager Integration
• Google Analytics Demographics and Interests Reports

Google has set up the Universal Analytics Upgrade as a process to migrate all Classic Google Analytics properties to Universal Analytics properties without losing any data or changing your account settings.  Despite this there are many potential pitfalls in the transition and managed website hosting clients of InsideOut Solutions will be notified via our blog and newsletter when we have the tools and a strategy in place for this upgrade.

WordPress website/blog clients will likely have an fairly easy and low-cost upgrade via a plugin.  Older and other non-WordPress sites will probably have a more difficult time making the upgrade, meaning it will be more costly – just another reason to consider having InsideOut Solutions redesign your aging website in the more adaptable WordPress platform.  In addition to the readiness for the Google Universal Analytics upgrade, a new website from InsideOut Solutions will feature a fast-loading, beautiful, engaging responsive design built with HTML5 & CSS3 compliant code.Please contact InsideOut Solutions with any questions or for a new website quote.